Kellogg’s always works very hard to make its products truly and accessibly suitable to every section of the society and to all ranging from abled to Phenomenally abled.
Kellogg’s recently launched trial drive for new boxes of Coco Pops with tremendous modifications that it could provide information such as allergens and other labels to the people having sight loss.

These boxes were developed in association with Royal National Institute of Blind People (RNIB) that will be requiring a smartphone to scan and provide all the informations regarding the product as an audio to the customers having such losses.

In the light of World Sight day, a research was conducted by RNIB in 60 Co-Op stores across UK and found that 9 out 10 blind people find it hectic to read the labels and other informations on the products.

Technology that will be aiding is NaviLens, that can detect and extract info regarding products if pointed in general direction even from 3 metres if distance.
NaviLens is currently used across Barcelona, Madrid, and Murcia city’s transport systems to help visually impaired citizens navigate around easier. The trial marks the first time NaviLens has been used on food packaging, as well as the first time it has been introduced in the UK.

“If the trial is a success, we would hope that it could appear on more of our cereal boxes for visually impaired shoppers to access,” said Chris Silcock, Kellogg’s managing director.

Marc Powell, strategic accessibility lead at RNIB, added: “This trial with Kellogg’s using NaviLens technology has raised the bar in inclusive and accessible packaging design – allowing people with low or no vision to locate a product on the shelf and access all information about it completely independently for the very first time.”


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